In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign. 在本次課程中，我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略，包括：1）如今網絡營銷的最新趨勢；2）從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告；3）從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告；4）認識其他可以幫助優化多媒體廣告的有效工具。

1. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Display Campaign
Loretta

2. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Tell me about yourself

3. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Tools

4. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Be Top of Mind
“The real challenge of marketing
is all about availability—available
in the mind and in the store.”
From “How Brands Grow” by Professor Byron Sharp
Voted Best Marketing Read of Summer (2013) by
Advertising Age readers
Be Your Customers
Remember You
See You
Know Your Brand
Awareness Consideration Conversion Retention

5. Google Confidential and ProprietaryGoogle Confidential and Proprietary
79%
of time online is
spent outside search
21%
of time online is
spent searching
How do you connect with consumers when
they aren’t necessarily searching for you?
Source: go-gulf.com; “How People Spend Their Time Online”; February 2, 2012 Online Publishing Association; Nielsen,
Comscoredatamine.com, Tnsdigitallife.com, Pewinternet.org
across websites, mobile,
YouTube, and Gmail

6. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Be Top of Mind
3:00pm
Browse
the web
6:00pm
Look up recipe
on tablet
10:00pm
Watch video
from a friend
8:00pm
Listen to a
new song
8:00am
Check mail
on phone
Google Confidential and Proprietary
be there when they are looking
to be educated, entertained,
and inspired

7. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools

8. Google Confidential and ProprietaryGoogle Confidential and Proprietary
The Google AdWords solution
Google Confidential and Proprietary
Pre-launch:
seed awareness1 At launch:
build fast awareness2 Maintain awareness &
increase consideration3
Lightbox ads
Focus on influencers
Display ads
Search ads
Mastheads
Lightbox ads
Display ads
TrueView ads

9. Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: ComScore, July 2013
90%
of global internet
users
The Google Display
Network reaches
Across ad formats:
2M+
websites
Ads are
served across
Image ads Text ads Ads on mobileVideo ads
An Overview of the Google Display Network

10. Google Confidential and ProprietaryGoogle Confidential and Proprietary
6000+partners
2bndaily impressions
And more…
Google Display Network to create a Buzz Effect

11. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools

12. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Structure
Campaign
Ad Group
Ad
Account

13. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Text ads
a
Display ads
b
If you don’t have display creatives, Ready Ad
Gallery features pre-built ad templates that you
can preview and add to your campaign instantly.
1 in every 3 ads on the Google Display Network are
text-only, and text ad inventory is proprietary to
Google advertisers.
Source: Google Internal Data

14. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Mobile App Ads
c
Both text and image ads in the below formats can
run on mobile sites/apps. Anchor ads, interstitials,
and native ads run on mobile first inventory
however.
Source: Google Internal Data
Text ads Image ads
+

15. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Technical Requirement
See Details

16. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools

17. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Structure
Campaign
Ad Group
Ad
Account

18. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Targeting: Reach across marketing objectives
Device Topic/
Placement
Display Keywords
Location Demographic/
Interests
Remarketing

19. Google Confidential and ProprietaryGoogle Confidential and Proprietary
DEMOGRAPHICS/ DEVICE/
LOCATION
Women 35+, $100K+/year HHI
INTEREST (AFFINITY)
AUDIENCES
Travel Enthusiasts
TOPIC TARGETING
Viewed travel pages
KEYWORD
Viewed best waves in Honolulu
REMARKETING
Re-engage with existing
site visitors
DISPLAY SELECT KEYWORDS
Viewing best waves in Honolulu
Awareness Consideration Purchase
CUSTOM AFFINITY AUDIENCES
Surfing fanatics
PLACEMENT TARGETING
Viewed travel sites or apps
INTEREST (IN-MARKET)
AUDIENCES
Intending to book hotels
Targeting: Reach across marketing objectives

20. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Device Targeting
Go Mobile

21. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Topic Targeting
Buy against content that aligns with your brand
Over 1750 topics/ sub-topics
● Arts and Entertainment
● Autos and Vehicles
● Beauty and Fitness
● Books and Literature
● Business and Industrial
● Computers and Electronics
● Finance
● Food and Drinks
● Games
● Health
● ...

22. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Placement Targeting
Select sites to target with your message.
Run ads only on
sites that you
have hand-
picked.
Reach your
customers
where they
spend time.
Get more (or less)
traffic by setting
individual bids.

23. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Keyword Targeting
Use keywords to define who sees your ad
[Camera]

24. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Location Targeting

25. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Demographic Targeting
Age
Gender
Parental Status

26. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interest Targeting
1) Affinity Targeting
Based on Real Behavior
2) In-Market Audiences
people who are actively researching
and intending to buy products and
services you offer

27. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Create your own
segment by using free
form interests entered
as keywords and/or
using URLs as a proxy
for interest bundles.
Target and customize your audience based off a predefined audience
Entering URLs that are
relevant to your user
establishes a theme
that embodies the
ideal customer.
Note: Affinity Audiences can be utilized for Video Ads on YouTube as a targeting method as well
Custom Affinity Segment

28. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Expand to more customers
Reach up to 20% more potential customers
at a comparable CPA.
Simple setup
Check one box in AdWords to activate auto-
optimized targeting. Supports both
conversion-tracked and non-conversion-
tracked ads.
Explore new inventory
Powerful algorithm saves you time by
managing and optimizing new targeting for
you.
Boost your current targetings and display campaigns with auto-optimized
targeting using Google’s machine learning algorithms
Auto Targeting

29. Google Confidential and ProprietaryGoogle Confidential and Proprietary
How it Works
Leverage Google’s algorithm that uses a
variety of signals to match your keyword
targeted ads to sites when your customers
are likely to convert. We match your ad
based on the customer’s purchase intent,
using keyword selection, predictive
conversion models, and other criteria.
Selective contextual targeting
35% better performance
60% better conversion rates
Enhanced control and predictability
Reach customers browsing relevant content to your keywords and
have high likelihood to purchase your products or services
Display Select Keywords

30. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Display Select Keywords Keyword Contextual
Targeting
Selectivity
Highly Selective (~20% traffic), Conservative Open, Broad
Performance Bottom funnel Mid Funnel
Ads May
Show
Primarily on contextually relevant pages
Across contextually relevant pages or pages where we
detect the user is contextually relevant
What goes
into the
targeting
● Contextual Matching (Higher Keyword-To-
Page Relevance Threshold)
● Predictive Conversion Models
● All Elements of Display Select Keywords Targeting
● Recent user browsing history
● Predicted user interest to page context mapping
Suitable for
● Performance focused with limited budget
● Narrow Margins
● Niche target audience
● New to Display/ Search only
● Doesn’t mind traffic
Low price point, mass-appeal products; shallow
conversions; high volume objectives

31. Google Confidential and ProprietaryGoogle Confidential and Proprietary
DEMOGRAPHICS/ DEVICE/
LOCATION
Women 35+, $100K+/year HHI
INTEREST (AFFINITY)
AUDIENCES
Travel Enthusiasts
TOPIC TARGETING
Viewed travel pages
KEYWORD
Viewed best waves in Honolulu
REMARKETING
Re-engage with existing
site visitors
DISPLAY SELECT KEYWORDS
Viewing best waves in Honolulu
Awareness Consideration Purchase
CUSTOM AFFINITY AUDIENCES
Surfing fanatics
PLACEMENT TARGETING
Viewed travel sites or apps
INTEREST (IN-MARKET)
AUDIENCES
Intending to book hotels
Targeting: Reach across marketing objectives

32. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Re-engage users who previously visited your site and
show them relevant ads across the web
How it Works
By adding a piece of code across your
website, you can create user lists of
people who are visiting your site. You
can later connect with these potential
customers while they search on
Google or browse other websites.
Reach customers with precise
messaging
Adapt your message to your
customer using precise and easy-to-
build user lists.
Beautiful and relevant ads
Create text, display and dynamic
creatives in seconds with our simple
ad gallery tool.
Scale campaign reach
Enhance additional search and
display campaigns using your
audience lists.
MORE REMARKETING
BEST PRACTICES
Note: Remarketing lists can be utilized for Video Ads on YouTube as a targeting method and for Search ads (RLSA) as well
Display Remarketing
NEXT
WORKSHOP

33. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools

34. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Interest Topic Interest Topic
Bid Only Target and Bid
Bidding Options
Display Bid
Adjustment

35. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Bid by CPM (cost per thousand impressions) but only pay when
at least 50% of your ad is on screen for over one second.
Only pay when your ad is viewable, not just served
Source: Google Internal Data, 2014
SEE ACTIVE VIEW IN
ACTIONViewable CPM Bidding

36. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools

37. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Lightbox ads: invite engagement with your brand
Build once, runs everywhere. Pay only for engaged users
User is invited to engage Only pay when people tap or
hover to expand
100% SOV on expansion

38. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Strong Engagement
35seconds
people spend an average of
35 seconds engaging with
your brand experience

39. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Ready in minutes, from your existing assets

40. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools

41. Google Confidential and ProprietaryGoogle Confidential and Proprietary
72% of advertisers say they increase revenue through
better measurement.
Source: eConsultancy Marketing Attribution Worldwide Survey, February 2012
Conversions View-through Conversions
(VTCs)
Clickthrough Rate
(CTR)
Setting up conversion tracking
is crucial to understand how
clicks lead to a desired site
action (e.g. sales, leads, phone
calls).
VTCs measure assist conversions,
where a customer sees - but
doesn’t click - a display ad before
converting on your site.
If you are unable to implement
conversion tracking use CTR to see
how campaigns are driving traffic,
using a general benchmark for
display campaigns of 0.10%.
Measuring Display Performance

42. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Site Category Exclusion
Placement Exclusion
Source: Google Internal Data, 2014
Optimization

43. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools
Today’s Agenda

44. Google Confidential and ProprietaryGoogle Confidential and Proprietary
70%
Of the users are watching
Online video every week
What are the users watching?
31%
are watching music
videos
17%
are watching
travel related
content
15%
are watching
sport
Tomorrow’s TV is Online
Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

45. Google Confidential and ProprietaryGoogle Confidential and Proprietary
3 out of 4consumers
are watching online video
on their smartphones*
Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

46. Google Confidential and ProprietaryGoogle Confidential and Proprietary
O2O
Online to Offline
Campaign
Youtube Masthead 100% SOV
- The Ultimate Engagement with Customers
4.2M
Daily Cross-device
Impressions (HK)
Google Confidential and Proprietary
Unlock
Creativity
SAMSUNG DEMO
P&G DEMO
SKYFALL DEMO

47. Google Confidential and ProprietaryGoogle Confidential and Proprietary
TrueView Ads
TrueView
IN-STREAM
Users choose to view or skip your
In Stream ad
TrueView
IN-DISPLAY
Users click to view your video while searching on
YouTube or while browsing content across YouTube
videos and the web.

48. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Actions that will increment the view count
and charge for a view
3
7
8
1
6
5 42
9
1. Watch 30 seconds, or to
completion if the ad is less
than 30 seconds
2. Click Channel Title/Avatar
3. Click the Video Title
4. Click on Card’s teaser
5. Click Share
6. Click Companion Banner/Video
Wall
7. Click on Call-to-Action overlay
8. Click to visit advertiser’s site
9. Click to Install on Mobile App
Promo
People who
choose to watch are
more engaged
75%

49. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Drive follow-on actions with Trueview Ads
Companion Banner
TrueView
ads are 10x
more likely to
drive relevant
search behavior

50. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools
Today’s Agenda

51. Google Confidential and Proprietary
TrueView In-display Measurements & Benchmarking
All reporting for TrueView in-display will
be available in the AdWords for Video
interface:
● Impressions
● Views
● CPV
● Spend
● Clicks
● Video Played Percentiles: 25%,
50%, 75%, 100%
Measurements Benchmarking
Benchmark
CPV
Benchmark VTR
$0.12 - 0.21 0.32% - 0.53%

52. Google Confidential and ProprietaryGoogle Confidential and Proprietary
TrueView best practices
1
2
3
4
Make relevant or interesting ads that people want to watch
(like content)
Spark curiosity in the first 5 seconds to increase view rate
(for in-stream)
Shorter is better. Completion rates double for :15s vs :30s.
Longer can work if creative is engaging, like movie trailers.
Narrowing relevant targeting will increase view rates, but may
decrease overall views

53. Google Confidential and ProprietaryGoogle Confidential and Proprietary
YouTube Targeting
Available
targeting
Age / Gender
Geo / Language/ Device
Remarketing
Topics / Interests
Keyword/ Placement

54. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Gmail Ads
6) Tools
Today’s Agenda

55. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Call-to-action Overlay
Call-to-action overlay
to drive actions

56. Google Confidential and ProprietaryGoogle Confidential and Proprietary
An icon appears as the
video starts or
whenever the player
controls are showing
1 A teaser is shown at
designated times for a
few seconds
2 3
Tapping the teaser or
icon at any point in the
video will open the Cards
drawer
5 Tapping on the customizable
text “Shop now,” leads user to
advertiser’s website, product
page, video, or video playlist
4
Users can swipe to
browse the Cards in the
Cards drawer
Cards provide a consistent and intuitive experience
to interact with your brand

57. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConfidential & Proprietary
Today’s Agenda
1) Marketing Strategy
2) Display Campaign Overview
3) General Display Ads
a) Structure & Ad Format
b) Targeting
c) Bidding
d) Lightbox Ad
e) Performance Evaluation
4) Video Campaign
a) Structure & Ad Format
b) Optimization
c) YouTube Extras
5) Tools

58. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Tools
Display planner
Rich Media Gallery
Rich Media Gallery/Display Benchmark
Google Web Designer
Lightbox Demo Builder

59. Google Confidential and ProprietaryGoogle Confidential and Proprietary
THANK YOU!!!!!!!! :)